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Brand.New Hardcover – 25 Sep 2000

4.0 out of 5 stars 2 customer reviews

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Product details

  • Hardcover: 224 pages
  • Publisher: Princeton University Press (25 Sept. 2000)
  • Language: English
  • ISBN-10: 069107061X
  • ISBN-13: 978-0691070612
  • Product Dimensions: 29.7 x 25.9 x 3.5 cm
  • Average Customer Review: 4.0 out of 5 stars 2 customer reviews
  • Amazon Bestsellers Rank: 1,572,340 in Books (See Top 100 in Books)
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Product description

Amazon Review

Now that all the world's a mall, virtual or otherwise, consumption as disease takes on a new meaning. Branding used to happen only to cattle and convicts; now it dictates values of personal identity, reliability, quality and service, as well as inspiring sinister conspiracy theories of brainwashing by the multinationals. So thank goodness for the superb catalogue of the V&A's "" exhibition, which examines in considerable--even consuming--depth the role of the "brand" in retail history, and its continuing relevance. Amid a scattered, glossy selection of the best of photographic advertisement, as well as emblematic historical and sociological images, are several longer essays on background, brand philosophy and labelling, a consideration of the impact of e-commerce through the "death of distance", and a broader history of the shopping centre. In fact, the book justifies the cover value alone for the fact that the world's first supermarket opened its doors in Memphis, Tennessee, in 1916, under the peerless (brand) name Piggly Wiggly. Ironically, its regressive, kitsch ring would most likely see it succeed today. There are also a clutch of two-page meditations on matters such as counterfeiting, the dubious notion of multinationals like McDonalds helping to reinforce local culture, second-hand goods and Japanese school-girl wares. Perhaps the most interesting section, though, is the final one, on "subvertising", the political backlash against global marketing, and the movement to champion environmental concerns. The McLibel Two in London, anti-capitalist demonstrations in Seattle, GM concerns, Death cigarettes and the Adbusters campaigns have seen people fighting back and expressing themselves through the law courts or the media, while the growing demand for organic goods and farmers' markets shows how shopping trends are becoming at least "light green", and more ethically informed. Whether one "does the shopping", "goes shopping" or just "shops around", this attractively expressed forum of ideas generally steers clear of pseudo-scientific semiotic jargon (excepting the occasional "brandscape" or "brand DNA"), and is lavishly produced to the V&A's customary high standards, something which bears out the credo of its subject-matter, and helps it metamorphose from product to "brand". --David Vincent --This text refers to the Paperback edition.


"Brand.New's balanced history yields two fundamental insights: First, that despite increasingly sophisticated methods of delivery, the basic messages of advertising and the core appeal of branded merchandise have changed little over the past century; and second, that over the same period, the prevalence of advertising and branded merchandise has exploded, penetrating into increasingly intimate corners of life."--Jason Sholl, Lingua Franca

"A coffee table book sprinkled with substantive essays . . . There may seem to be something odd, decadent even, about so lavish a book filled largely with commercial imagery that many of us see every day."--Thomas Hine, Wilson Quarterly

"A collection of smart essays on how and why our culture is obsessed by brand-name goods. The surprise is that it's also a coffee-table book, whose essays are accompanied by 200 color plates of brands, stores, signs, and other examples of commercialism that look good enough to eat . . . Brand.New is a sourcebook for consumer culture."--Glen Helfand, San Francisco Bay Guardian

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on 27 May 2001
Format: Paperback
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on 5 March 2015
Format: Paperback|Verified Purchase
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Most helpful customer reviews on 3.9 out of 5 stars 3 reviews
3.0 out of 5 starsLabel Slaves Unite...
on 1 October 2000 - Published on
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3.0 out of 5 starsReviewed by the International Corporate Branding Centre
on 27 May 2001 - Published on
5.0 out of 5 starsHighly Recommended!
on 12 April 2001 - Published on
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